HP CANNES - WHITE SPACE by BBDO Atlanta, BBDO New York/ BBDO Atlanta for HP

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HP CANNES - WHITE SPACE

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Industry Shows, Events & Festivals
Media Design & Branding
Market United States
Agency BBDO Atlanta
Agency BBDO New York/ BBDO Atlanta
Chief Creative Officer David Lubars, Alex Russell, Bobby Pearce, Taylor Crawford
Released June 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: HP BUSINESS GRAPHIC SOLUTIONS BUSINESS
Product/Service: HP BUSINESS GRAPHIC SOLUTIONS BUSINESS
Agency: BBDO ATLANTA
Chief Creative Officer: Bobby Pearce (BBDO)
Chief Creative Officer: David Lubars (BBDO)
Chief Creative Officer: Alex Russell (BBDO)
Chief Creative Officer: Taylor Crawford (BBDO)
Media placement: On Site Installation - 2011 Cannes International Festival Of Creativity - 2 Weeks Of Cannes - 6/18/11
Media placement: Print - 2011 Cannes International Fesitval - 2 Weeks Of Cannes - 6/18/11
Media placement: Website - Www.hp.com/go/canneslions - June 14, 2011 - For Two Weeks
Media placement: Facebook Tab - Facebook Tab On Cannes Facebook Page - June 14, 2011 - For Two Weeks

Describe the brief from the client
HP wanted to demonstrate their unique printing abilities specifically to the creative community – that they can custom print, large-scale, on any substrate, very quickly.

Describe the challenges and key objectives
Our key objective was to invite the creative community to make their mark on space. Then prove to them that, ‘if you can imagine it, you can print it’ by painstakingly photographing the space throughout the week and then reprinting it overnight on the last day of the festival. We took the user-generated art and reprinted all objects around the room – the walls, chairs, beanbags, lampshades, tables, the bearskin-shaped rugs, the refrigerator and the cans of energy drinks inside of it.

Describe how you arrived at the final design
We wanted to prove to creatives around the world that you could print on literally anything. We invited them to use our room as an art and conceptualising space, and then surprised them by taking their contributions and reprinting them overnight on everything in the room.

Give some indication of how successful the outcome was in the market
By scheduling numerous interviews and workshops in the space, we were able to get the attention of top industry magazines and hordes of creatives attending the festival. Photos and videos of peoples’ contributions were popping up all over social media sites such as Twitter and YouTube. In fact, the HP White Space was even the most liked on the Cannes Facebook page.